Product and Design

Jobs to be Done

Use this template to understand customer needs and guide product development

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Jobs to be Done

Jobs-to-be-Done (JTBD) is a framework used to understand customer needs and guide product development. The premise of the JTBD framework is that people buy or use products to get specific "jobs" done. A job, in this context, is essentially a problem that a customer needs to solve or a goal they want to achieve.

When we speak to customers in in-depth interviews or we look at what they say in reviews, they often describe “jobs.” This template is used to extract and organize those jobs instantly with CustomerIQ. 

This template organizes insights with the following tags:

Job Statements: These are the core tasks or problems that the user is trying to solve. The job is often expressed as a goal that the user wants to achieve. We might expect insights in this category to resemble, "Managing Finances," "Planning a Trip," or "Learning a New Skill".

Job Context: This refers to the circumstances or situation in which the job is performed. Insights could include specifics about the user's environment or situation like "At Work," "On the Go," "With Family," or "Under Stress".

Job Processes: These are the steps or actions the user must take to accomplish the job. Insights might include "Researching," "Comparing Options," "Making a Decision," "Tracking Progress," and so on.

Pain Points: These are difficulties or frustrations that the user experiences while trying to accomplish the job. Insights could include "Confusion," "Time-Consuming," "Lack of Tools," or "Inefficiency".

Job Outcomes: These are the desired results or goals that the user wants to achieve by completing the job. Insights might include "Success," "Satisfaction," "Efficiency," "Goal Achievement," or "Improved Skills".

Job Drivers: These refer to the motivations or reasons why the user needs to get the job done. Insights might include "Personal Growth," "Professional Success," "Health and Wellness," or "Social Connection".

Remember, the goal with JTBD analysis (and tagging data for such analysis) is to understand deeply what users are trying to achieve—their needs, their struggles, their contexts—and then create solutions that help them get their jobs done more effectively and efficiently.

How to use this template to create your Jobs to be done analysis

This template creates the above tags for you to organize your insights. Most templates use our classification view, which can tag all insights for you automatically after you provide one or more examples of an insight that fits into a given tag category. Here’s how to use this template:

  1. Create a new view and choose the Jobs to be done template
  2. Find at least one example from the uncategorized section and map it to one of the columns created by this template
  3. When each column has one or more examples in it, click “Classify”

And that’s it! CustomerIQ’s AI will go to work sorting your insights. This process typically takes only 20-30 seconds.

Pro tip: Classify, then discover

If you find that the newly formed groups have a large number of insights, you can find themes within this new group by creating a new view, filtering by this classification tag, and using the AI to discover underlying themes. Learn more about the practice: Classify, then discover here.

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